They're cooking up a new show for Bobby Flay, the Food Network chef who is quickly becoming the boy who just can't say no. The guy is cooking everywhere -- CBS' Early Show, Boy Meets Grill, Throwdown with Bobby Flay and, of course, he's one of the principals on Iron Chef America. And that doesn't include reruns of BBQ with Bobby Flay. But it's clearly not enough.

Here's the one he's currently working on. Grill It! With Bobby Flay will have its daytime series to debut in July on Food Network. Barbeque experts from around the country have been asked to submit tapes showing them grilling up their specialty. From those mini-audition tapes, the winners will be included in the show with Bobby interviewing them about the origin of the recipe, questioning them about how they came up with the techniques, and asking them to show the viewers how they do it. The show, Food Network is quick to point out, is not a competition. It's instructional and fun. Hopefully.

At the recent South Beach Wine and Food Festival, Bobby was out promoting the new show (and accompanying book), schmoozing with the crowd and winning over new fans. With all these FN shows, not to mention the restaurants and other ancillary products, it's good to be Bobby Flay these days. Oh, and did you know he's married to Stephanie March (Law & Order: SVU)?